Dive Brief:

• Smartphone video views are up 55% and tablet views up 48%, both surpassing PC and laptop views, which are up 34% year-over-year per new research from Yahoo.
• Screen size was the most cited concern across all demographic groups, while a majority of respondents also cited limited battery time as an issue.
• Breaking the demographics down to millennials, cost of data came in third as a barrier for mobile video.

Dive Insight:

Yahoo’s latest research, which surveyed 1,251 participants, found mobile video views are on the rise and that there are several clear takeaways that marketers can take advantage.

"While there’s no denying the growth of mobile, it’s not a mobile-only world and marketers need to think cross-screen when developing their ad campaigns. Building an ad experience that connects with consumers across devices is key, and native ads are an effective way to do this," Andrew Snyder, vp of content strategy and solutions at Yahoo, told Marketing Dive. "Marketers should also focus on keeping their ads short to create the best possible experience."

Beginning with cross-device campaigns to drive brand performance, the survey found that "ad exposures across multiple devices is more effective than the same amount of exposures across a single device." Further, taking a cross-device approach, online ad awareness saw an 11% rise and brand favorability saw a 250% lift.

Decidedly, short ads win. "Our research shows that 61%of consumers feel that short ads (30 seconds or less) are the most important feature of a quality video advertising experience," said a statement on the release. "Consumers have a much lower tolerance for a long ad experience on their smartphones, so it’s more effective to front load ads with key messages so they stick with the consumer."

And what's more, ads should be tailored across devices, as a "one-size fits all" approach isn't effective. 

The Yahoo study suggests advertisers should "consider leveraging responsive ad formats, such as native video ads. A successful cross-screen strategy is one that strengthens brand recall by telling a cohesive story across PCs, tablets and smartphones."